The 2011 L’Oréal Melbourne Fashion Festival (LMFF) launched in Melbourne today at The Sir Redmond Barry Room with exciting announcements!

The Hon. Jacinta Allan, Minister for Industry and Trade, Victorian State Government announced a future Labor government’s $4.3 million job-creating boost to sell Victoria’s fashion industry on the world stage. Included in this funding package was $1 million to expand the 2011 L’Oreal Melbourne Fashion Festival to have a stronger regional and industry development focus and support the Decades of Fashion retrospective to celebrate the Festival’s 15th Anniversary.

Festival Creative Director, Grant Pearce also revealed exciting new elements to the 2011 LMFF Program, including:

• A refreshed Program Launch – to be held at Government House in February
• A spectacular Consumer Launch Event – launching on a grand-scale with a specific focus on broad public appeal and engagement

Grant also revealed the 2011 Festival Ambassador is film actress Melissa George.

Melissa George attends the 2010 One Frickin Day charity event at Christie’s on November 12, 2010 in New York City.

Melissa will attend the Festival in March.

He finally announced the first of LMFF’s always world-leading international guests:

• Mikael Schiller – CEO of ACNE Studios, the immensely successful Swedish brand, where he works with the fashion, publishing and furniture divisions. LMFF is proud to announce ACNE’s famous Paper Party will be held in Melbourne during LMFF

• David Jones – Global CEO of Havas Worldwide, one of the world’s leading advertising groups, running Euro RSCG Worldwide, Arnold Worldwide and all creative, marketing services and design companies throughout the global Havas network

Tickets to the LMFF Business Seminar are now on sale – visit www.lmff.com.au for more information

Enjoy, melbgirl x

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About the author

Emily Collie
Emily Collie is Editor of fashion blog ‘Melbourne Girl’. Emily is also a freelance fashion writer, contributing to both online and print publications including Fjorde Magazine.

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